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Peloton Recalling Treadmills After Child Dies

LAS VEGAS, NV - JANUARY 11: A detail shot shows the running deck of a Peloton Tread treadmill during CES 2018 at the Las Vegas Convention Center on January 11, 2018 in Las Vegas, Nevada. The USD 3,995 workout machine is expected to be available later this year and features a 32-inch touch screen that connects users to instructors giving live or on-demand fitness classes. CES, the world's largest annual consumer technology trade show, runs through January 12 and features about 3,900 exhibitors showing off their latest products and services to more than 170,000 attendees. (Photo by Ethan Miller/Getty Images)

Peloton is recalling its Tread and Tread+ treadmills after reports of injuries and the death of a 3-year-old child.

Last month, the U.S. Consumer Product Safety Commission urged people to stop using Peloton treadmills after receiving dozens of reports of small children or pets getting sucked underneath and hurt, including one death.

After initially refusing a recall, Peloton will now allow users to return their treadmills for a full refund. CEO John Foley said it’s “the right thing to do” and that the company’s initial response to the USPC report was “a mistake”.

What does this do to Peloton’s reputation and brand? Should they have announced the recall immediately instead of pushing back against the claims?

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